Marriott buys citizenM for $355 million
Marriott International announced Monday that it will acquire citizenM, a Netherlands-based hotel brand, for $355 million. The move marks a significant step in Marriott’s strategy to expand its presence in the select-service and lifestyle lodging segments globally.
Pending regulatory approval, the acquisition will add 36 citizenM hotels across the United States, Europe, and Asia Pacific to Marriott’s portfolio, along with three additional properties currently under construction and scheduled to open in 2026.
citizenM is known for its tech-savvy, design-focused accommodations that appeal to value-conscious travelers. The brand emphasizes highly efficient use of space, vibrant communal areas, rooftop decks, and grab-and-go food options, making it a strong fit for Marriott’s growing select-service segment.
In a statement, Marriott CEO Anthony Capuano praised citizenM as a "unique, differentiated offering" that will strengthen Marriott’s position in a valuable market. He emphasized Marriott’s proven track record of significantly scaling acquired brands.
As part of the agreement, Marriott will acquire citizenM brand and intellectual property. However, citizenM will continue to own its real estate and operate the hotels, now under long-term franchise agreements with Marriott. The company expects stabilized fees from the current and under-construction citizenM properties to generate approximately $30 million annually.
citizenM CEO Lennert de Jong expressed enthusiasm about the partnership, highlighting the opportunity for rapid global expansion: “This relationship will allow us to work together to maximize returns. We look forward to the prospect of many additional citizenM properties in new destinations around the world.”
Founded in 2008, citizenM has built a reputation for modern, design-forward hotels that cater to travelers seeking affordable luxury and convenience through technology.
Assuming the transaction closes in 2025, Marriott projects its full-year net rooms growth for 2025 will approach 5%, further solidifying its standing as a leader in global hospitality.
